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Olaplex is expanding its metaverse presence through Decentraland. The hair care brand is the latest beauty brand to offer new experiences for customers in the virtual world.
A few months ago, Olaplex introduced its virtual assistant, Kai, created by photos of more than 240 brand advocates and employees, and each person’s emotional qualities were merged into an unbiased visual representation of the Olaplex team. The brand’s social media followers chose the name Kai.
Beauty blog Glossy reported that the brand is organizing a contest for users to create a new NFT hairpiece for Kai to wear in the metaverse. The prize is a $2,500 reward for both the winner and their chosen charity. Glossy wrote that participants could submit 2D or 3D drawings of the design, from which three finalists will be selected. The winner’s headpiece will be transformed into an NFT in Decentraland. However, at the moment, the contest hasn’t opened yet.
Olaplex has already announced its metaverse-focused campaign before entering Decentraland. The American hair-care company partnered with Obsess AR, a virtual store platform for experiential e-commerce, to launch its hair salon in the metaverse.
In the salon, customers can chat with Kai, browse through shelves, shop for hair products, learn about hair care, take hair diagnostics, listen to podcasts, claim prizes, and more.
“We chose Decentraland as our metaverse partner because they aligned with our core Olaplex values. It’s an open-source platform, fully distributed, easily accessible, built on Web 3.0 blockchain technology and focused on energy efficiency at scale,”said Charlotte Watson, CMO of Olaplex.
Jue Wong, CEO of Olaplex, said by joining Decentraland’s metaverse, the brand aims “to represent, connect and expand our community in places where consumers are already engaged.”
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